UDC2006 (CHAPTER 1)

Impact and time a business takes to react varies by

The consumer is proactive in actively seeking

out information for their needs, and interactions

with brands are attracted through content,

search and social media marketing.

A summary of today's multichannel consumer

decision-making for product purchase where

they search, review ratings, styles, prices and

comments on social media before visiting a

retailer.

The transformation of key business processes

through the use of digital technologies

Public network accessible to all

Google has launched in year

All digital (and electronic) mediated transactions

between an organisation and a third party

Secure connections with external partners

The three main options for online media investment

• Owned Media (Company-managed content)

• Traditional Marketing (TV and Newspaper)

• Paid Media (Advertising)

• Earned Media (Content shared by others)

Digital business

opportunities

• Reach

• Richness

• Affiliation

• Customization